A&A Jewellers (Harmony Diamonds)
All that sparkled wasn't gold

Case History
When we first started working with A&A Jewellers we were told they ranked “in the top ten” which usually means number 9 or 10. Before our second campaign had run its course, they were a solid Number Two.

As is usually our wont, we broke a lot of rules from the moment we starting presenting our strategic recommendations to the time we started producing the advertising and sales support material.

First we flaunted convention by completely integrating the consumer and trade campaigns. Then we broke an until-then ‘cardinal’ rule of jewellery advertising: never show the stones too large, or they won’t look right. Well, we shot them so that the diamonds looked glorious and we’ve been seeing (almost) as large shots from time to time ever since (a little like Roger Bannister breaking the “impossible to beat” four-minute mile).

The media advertising held a strong emotional appeal, but it also gave the practical male enough facts to help him feel comfortable about parting with a month or more’s worth of salary.

A series of informative consumer publications on topics related to jewellery, and diamonds in particular, were created for in-store use. Retailers loved having these materials to hand out.

Further, to ensure that retailers were saying the right things, and to help those whose advertising budgets couldn’t afford professional designers, we created a book of advertising templates they could use to create their “own” ads.

In the words of the client, “Into the Number Two slot in two years… hmmm, not a bad little campaign, not at all”.